Toshiba has finally admitted defeat and abandoned its HD DVD format.
The news was announced by the company on Tuesday 19 February and effectively signals an end to the HD format war, leaving the Blu-ray format to carry the next-gen torch and clear up the confusion and rivalry that has besieged the consumer market since the High-Definition revolution took hold.
Toshiba released a statement saying:
"Toshiba Corporation today announced that it has undertaken a thorough review of its overall strategy for HD DVD and has decided it will no longer develop, manufacture and market HD DVD players and recorders. This decision has been made following recent major changes in the market. Toshiba will continue, however, to provide full product support and after-sales service for all owners of Toshiba HD DVD products."
Atsutoshi Nishida, president and CEO of Toshiba Corporation added, "We carefully assessed the long-term impact of continuing the so-called 'next-generation format war' and concluded that a swift decision will best help the market develop. While we are disappointed for the company and more importantly, for the consumer, the real mass market opportunity for High-Definition content remains untapped and Toshiba is both able and determined to use our talent, technology and intellectual property to make digital convergence a reality."
The decision has no doubt been spurred by the gathering momentum Blu-ray has achieved with major film studios and retailers, who have steadily affirmed their exclusive allegiance to Sony's format, leaving HD DVD somewhat in the wilderness.
Toshiba will begin to reduce shipments of HD DVD players to retail channels immediately, aiming for cessation by the end of March 2008.
The company says it intends to maintain relations with the companies who joined it in bringing HD DVD to the market, including Universal Studios, Paramount Pictures, and DreamWorks Animation and major Japanese and European content providers on the entertainment side, as well as leaders in the IT industry, including Microsoft, Intel, and HP.
Toshiba will also 'study possible collaboration with these companies for future business opportunities, utilising the many assets generated through the development of HD DVD'.
HD DVD, RIP.
www.hddvd.org
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